As Creative Director, I crafted the Product Designs for Zipari products and developed the visual brand strategy for the company.

Design problem:

Zipari began as an off-shoot of the Freelancers Union Health Insurance Company. When the ocmpany was purchased by a venture capital company, it was rebranded as Zipari with a focus on easy-to-use products for health insurance payers. It was a blank slate, and I was handed the reigns and allowed to brand the company and dictate the direction of the products we designed.

Solution(s): Brand strategy, Web Design, Product Design& Development, Design Leadership, Client Liaison


Refined Signal

When Zipari launched in 2014, we needed to stand out in the health insurance tech crowd. We leaned into a heavy slab serif to connote our bold approach to the industry. I developed the Zipari brand mark “The Signal” to represent our commitment to understanding how people navigate the health insurance industry. The Signal represents Zipari’s understanding of the industry, its member’s needs, and the things than Zipari can change for the better. We use that industry-specific knowledge to help payers understand their membership at every touchpoint.

Original Signal Explanation
Zipari Brand Guide 2021

Whether it’s a member or Broker purchasing insurance or a Service Representative handling a complaint, Zipari and its suite of technology are there to increase ease of use and reduce confusion. We made the brand model that sentiment.

Product Design Leader

As a singular design+development asset, I was responsible for the first iterations of our product suite. I wireframed, designed, and built the digital products we sold to numerous happy clients. We designed and built portals to serve our client’s members, using feedback from their users to help inform future updates to the product.

Zipari’s Member Portal Product client implementation

As Creative Director, my team and I revamped the UX of the Product Suite to employ empathy-focused designs based primary on end-user testing and data. The product suite evolved as the team grew, with each designer contributing to the growth of the products. I lead the team to create the Zipari Product Design System, which governs the UI and UX of the products, allowing the team to collaborate with a singular vision for the products. We implemented various technology to help streamline the process, including Asana for task management and KPI tracking, Adobe Creative Suite, and Abstract for design version control.

Marketing Design leader

We’ve increased our credibility in the industry through eye-catching environmental design and successful print and web campaigns. Today, Zipari is focused on more empathy-driven storytelling to illustrate the value of our products on a person-to-person level. The brand continues to evolve, shifting to a more approachable, empathetic style to help engage with potential clients and their membership.